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When KRW’s research team began to analyze the data we collected from over eighty-four hundred randomly selected employees about the eighty-four CEOs who participated in the ROC study, we were continually surprised as the findings took shape. I had expected to discover a relationship between hard business results and character, but I also was prepared for that relationship to be relatively weak. Instead, we found that when a business is led by a Virtuoso CEO and senior executive team, we can predict with some accuracy that the business will achieve a greater positive ROA than businesses led by Self-Focused CEOs and teams. The ROC study, in other words, revealed that Return on Character is ...

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